A guideline created for AdCreate's Creative Officers: The Creative PIE

There are 3 things a creative person must achieve or deliver: aesthetics, concept, and technicality.
PIE also stands for Production, Idea, and Execution (Estrella), which are 3 things that make an advertisement.

Your work is like a pie. There are 3 parts:

Top Crust: The aesthetics
Filling: The concept
Bottom Crust: The technicality, or skill
 

TOP CRUST: What people see first; it should grab attention. In the same way, an advertisement should have good aesthetics. You only have a few seconds for the audience to decide if they want a taste of your pie/the thing you are advertising.
 

FILLING: The flavor. What separates pies from other pies, or what makes the work unique. An ad without a concept is like a pie without filling- it doesn't deserve to be called an ad. The concept, like the flavor, should make the audience think or at least be curious about the pie.

BOTTOM CRUST: What holds the pie together, just like how technical skills hold an ad together. A poorly constructed pie (advertisement) will turn people off and will make what you are advertising look cheap.

In the end, the pie's flavor is what people will talk about more, not how great the pie looks. Still, your ad should have the perfect balance between aesthetics, concept and technicality.

Advertising is as easy as pie. But then, pies are crazy hard to make.